As of Sep 28, 2026
What this watch covered
On the morning of Sep 28, 2026, Get Live checked the visible top of US TikTok Shop Seller University (TikTok Shop Academy). Three cards were new to the top slots. In Latest courses and articles, 26Q4 Seller LIVE Auction Referral Fee Reduction Policy moved to #1, labeled Updated Sep 27, 2026. In Latest policies, Pet Supplies Requirements and Jewelry Products Requirements took #1 and #2, both labeled Updated Sep 28, 2026.
We were able to open and read all three documents in full. That matters most for the auction policy. Our Sep 23 post saw the same title in Latest courses (labeled Updated Sep 22 at the time) and could only report the title and date. This post adds what the policy now actually says: the dates, who qualifies, which orders qualify, the reduced rates, and the exclusions. This post is for brands that pay for TikTok Shop operations: founders, e-commerce leads, and whoever owns the shop's P&L. A Q4 fee incentive tied to a specific live-selling format, plus two category-qualification documents, are seller-side decisions. They don't belong to creators.
For Sellers tab · titles and dates as shown
What moved on the hub
Latest courses and articles, top four
- 26Q4 Seller LIVE Auction Referral Fee Reduction Policy — Updated Sep 27, 2026 (new at #1)
- TikTok Shipping Peak Season Shipping Rate — Updated Sep 25, 2026 (was #1)
- Collection by TikTok [Time-Limited Promotion] — Updated Sep 25, 2026
- TikTok Shop US - Seller Referral Program T&C — Updated Sep 24, 2026
Latest policies, top four
- Pet Supplies Requirements — Updated Sep 28, 2026 (new at #1)
- Jewelry Products Requirements — Updated Sep 28, 2026 (new at #2)
- Fulfillment Policy — Updated Sep 24, 2026 (was #1)
- AI-Generated Content Restrictions and Requirements for Product Listings Images — Updated Sep 24, 2026 (was #2)
Compared with the previous watch, the [NEW] Guide to VoC dropped out of the visible course top four. On the policy side, Live Plants Requirements and Shop Tab Eligibility Requirements dropped out, and Fulfillment Policy and the AI listing-images policy moved down to #3 and #4. When a card drops out of the top slots, Academy is surfacing something newer. It doesn't mean the older document was withdrawn. Our Sep 26 post covers the VoC guide and both shipping essays in full.
Latest courses #1 · hub Updated Sep 27 · page dated 09/28/2026 · read in full
26Q4 Seller LIVE Auction Referral Fee Reduction Policy
The 26Q4 Seller LIVE Auction Referral Fee Reduction Policy lowers the referral fee on qualifying Seller LIVE Auction orders during Q4 2026. The essay says it mainly covers two groups: New Auction Sellers, to lower “trial-and-error costs” during cold start, and high-value items from Existing Auction Sellers, to “secure high-value supply.” Both parts only apply to Seller LIVE Auction orders with a $1 starting bid.
- Policy period: October 1, 2026 00:00 through December 31, 2026 23:59 (PT).
- Eligible sellers: eligible US auction sellers, including qualified New Auction Sellers and Existing Auction Sellers.
- How to participate: no separate registration. The essay says to go LIVE on your seller account during the period, use the Seller LIVE Auction feature, and set a $1 starting bid. Qualified orders then get the reduced rate automatically.
- Reduced rates: qualified New Auction Seller orders are charged a 4% referral fee. Existing Auction Sellers get a 3% referral fee on high-value auction orders in 7 targeted categories that meet the threshold.
- Weekly cap: each seller can receive the reduced rate on up to $400K of qualified Seller LIVE Auction GMV per week, in either group.
The page opens with a TikTok-labeled “AI Summary” paragraph. Everything we report here comes from the policy tables and text below that summary, which agree with it on the headline rates and dates.
Seller eligibility table · quoted terms
Who qualifies, as written
The essay sorts sellers by tier, using last-30-day (L30D) Seller Live GMV, and by Shop Performance Score (SPS). We are reproducing its terms. We're not interpreting tier labels it doesn't define further.
New Auction Sellers
- SPS ≥ 3.5, SPS = 0, or SPS = null, plus the tier criteria below.
- T0–T2 sellers (L30D Seller Live GMV under $65K): in the essay's words, “Exclude sellers who have received subsidies for 3 consecutive months, the rest are all included.” Eligible immediately upon starting an auction.
- T3–T5 sellers (L30D Seller Live GMV of $65K or more): L30D Seller LIVE Auction GMV = 0, or no Seller LIVE Auction history.
- Sellers must also meet the applicable seller type, category, and onboarding requirements.
Existing Auction Sellers
- T3–T5 sellers (L30D Seller Live GMV of $65K or more) with L30D Seller LIVE Auction GMV above 0 and SPS ≥ 3.5.
The essay doesn't say what kind of subsidy the T0–T2 exclusion means. If you have taken part in other TikTok Shop incentive programs recently, ask your Account Manager before assuming you qualify. The essay itself points eligibility questions there.
Order table · as published
Which orders qualify
New Auction Sellers: categories
- Local: Fashion / Electronics, Books, Hardlines & Virtual Goods / Personal Care and Lifestyle / Health & Elevated Home / Beauty, Food & Beverage.
- Cross-border: all categories (the local list plus Collectibles, Luxury Resale & Nature).
Existing Auction Sellers: the 7 targeted categories
- Jewelry: TTS first category Jewelry Accessories & Derivatives
- Electronics: Phones & Electronics; Computers & Office Equipment
- Collectibles: Toys & Hobbies
- Accessories: Fashion Accessories
- Tools: Tools & Hardware
- Bags: Luggage & Bags; Pre-Owned → Pre-Loved Luggage & Bags
- Shoes: Shoes; Pre-Owned → Footwear; Sports & Outdoor → Sports Footwear
For Existing Auction Sellers, an order also has to clear a category-based high-value threshold. The essay gives these as examples: “such as $1,500 for Jewelry and $500 for other categories.” Because it says “such as,” confirm the exact threshold for your category with your Account Manager rather than treating those two figures as the full schedule.
Two details are easy to miss. First, the New Auction Seller local list, as written, doesn't name Collectibles or Luxury Resale; those appear only in the cross-border line. Second, “first category” refers to TikTok Shop's own top-level category tree. Your listing's category in Seller Center decides this, not how you describe the product.
Ineligible scenarios · as published
What the policy excludes
- Regular LIVE orders and other non-auction business orders are not eligible.
- Final order eligibility is subject to platform review.
- Orders that don't meet the policy requirements are charged the standard platform fee rate.
- The reduced rate may not apply if the seller or shop is restricted for compliance or other platform reasons.
- It doesn't apply if an order fails the criteria, doesn't use Seller LIVE Auction, or isn't a qualified Seller LIVE Auction order.
The legal section says the platform can change the fee rate, period, eligibility, or other terms. Taking part means agreeing to the Business Campaign Terms and Conditions for TikTok Shop US. Incentives are not transferable, and incentives earned from the program “must not be shared with Creators.” If your creator agreements include any fee-savings pass-through or revenue split tied to platform incentives, have someone read that line before October 1.
Get Live analysis · questions, not numbers
Is a $1-start auction right for your brand?
A lower referral fee only helps if the format fits your products. For most founder-led brands, the real question is the $1 starting bid, not the fee. These are the questions we would settle before anyone schedules an auction LIVE.
- Is your product allowed to be auctioned at all? Auction formats and categories are governed by a separate LIVE Auction Requirements policy, which was in Latest policies on our Sep 24 watch. The fee policy doesn't replace it. Read it first.
- Can you live with the floor? Qualifying orders need a $1 starting bid. Decide which SKUs you could accept selling near that price if bidding is thin, and cap quantities. The fee reduction is a percentage of a price you don't control.
- Which group are you in? Find your L30D Seller Live GMV, your L30D Seller LIVE Auction GMV, and your SPS. Those three numbers put you in the new group, the existing group, or neither.
- If you're an existing auction seller, do your items clear the threshold? The 3% rate is for high-value orders in the seven categories. Everyday-price items in those categories may not clear the threshold.
- Does it protect or erode your price? A brand that sells at full price elsewhere should think about what a public $1 start does to price perception. Some use auctions for overstock, samples, bundles, or one-offs rather than hero SKUs.
- Are after-sales rules understood? TikTok's Policy Pulse says August 2026 added a narrow courtesy cancellation for early LIVE Auction orders and that auction orders otherwise remain final sale. Brief whoever handles customer service before the first auction.
- Is shipping modeled? The policy starts October 1, and the peak-season Standard Delivery increases from our Sep 26 post start October 5. On a low closing bid, shipping can matter more than the referral fee.
- Who hosts? The essay is framed around going LIVE on your seller account. It doesn't describe affiliate-creator auction orders as qualifying, so don't assume they do.
For the broader live-selling operating model, see our TikTok Shop live selling guide.
Latest policies #1 · Updated Sep 28, 2026 · read in full
Pet Supplies Requirements
Pet Supplies Requirements applies to all sellers, including manufacturers, importers, repackers, and resellers. It says pet supplies are also subject to TikTok Shop's restricted-products rules (see the Restricted Products Policy), and sellers must comply with both.
What is allowed, and how
- Pet food and pet supplements may be sold through category qualification, applied for in the Qualification Center.
- Electrical pet supplies (the page lists electric clippers, habitat lighting, hair dryers, and terrarium heat lamps) are handled under the separate Electronic Product Requirements.
- Veterinary medications (including vaccines and medicated food) and veterinary medical equipment are prohibited.
- Certain non-prescription pet healthcare products may be offered only by invite-only sellers who are brand owners, manufacturers, or authorized resellers, applying through the invite-only process from their Account Manager. The page lists flea drops, non-prescription flea pills, flea collars for select brands, itch remedies, fly and mosquito control, and relaxants and anxiety relief.
Documents the page says may be required
- Pet food, manufacturers/importers/repackers: proof of FDA registration (a third-party verification letter or an FDA-portal screenshot with establishment name matching the label, address, operation type, and active status) or a valid cGMP certificate stating compliance with 21 CFR Part 507, plus a sample label showing product name, net quantity, manufacturer or distributor name and address, and ingredients by weight.
- Pet food, resellers: a legible purchase invoice issued by the manufacturer within the last 365 days, with supplier name and address, in a supported language, plus a sample label. (The invoice line in the pet food section says it must describe “the pet supplement being listed,” the same wording as the supplement section.)
- Pet supplements: the page lists digestive remedies, amino acids, antioxidants, fish oil, herbal supplements, multivitamins, and probiotics for dogs and cats. Manufacturers, importers, and repackers may need proof of FDA registration, a cGMP certificate referencing 21 CFR Part 507, and front and back label images. The front label must show product name, species, net weight or quantity, and supplement type; the back must show manufacturer or distributor, ingredients, and serving size. Resellers may need the invoice and label images.
- Pet healthcare (invite-only): EPA-regulated items (flea drops, select flea collars, fly and mosquito control) need an EPA Registration Number, label images, a Certificate of Analysis or test report, and a compliance attestation from manufacturers and brand owners. Authorized resellers need an invoice, label images, and a letter of authorization. FDA-regulated or OTC items (non-prescription flea pills, itch remedies, relaxants and anxiety relief) need FDA facility registration and cGMP where applicable, a COA or test report, and label images showing safety warnings.
Listing rules for pet healthcare
Listings must be for non-prescription products, sit in the correct category, and include attributes such as active ingredients, safety warnings, California Proposition 65 disclosures, species, dosage, age, weight, and usage instructions. They must not claim to cure, treat, prevent, mitigate, or diagnose disease, present a product as a replacement for veterinary care, or imply FDA or other regulatory approval unless accurate and substantiated. Enforcement can include rejected qualification, Account Health Rating point deductions, listing removal, revoked selling access, and customer refunds.
Latest policies #2 · Updated Sep 28, 2026 · read in full
Jewelry Products Requirements
Jewelry Products Requirements covers accessories, sets, rings, necklaces, pendants, earrings, and bracelets made from or featuring precious and semiprecious metals, gemstones, and fine materials, including gold, diamond, and ruby, sapphire, and emerald. TikTok's Policy Pulse lists this page as newly published in July 2026. The Sep 28 label shows an update. It doesn't tell us what changed.
- All three types: product and packaging photos must match the listing and all documents, be clear, readable, and unaltered, and show Country of Origin permanently displayed on the product or packaging, citing 19 CFR Part 134.
- Gold: a test report from an accredited lab (the page names Eurofins, SGS, Intertek, Bureau Veritas, TUV, DEKRA, Mutual Cornell, API, and QIMA) issued within the last 365 days, plus a Certificate or Letter of Authenticity showing product name or description and gold purity.
- Diamond: natural diamonds certified by AGS or GIA; lab-created diamonds by IGI or GIA. The certificate must show cut and carat, match the product image, and be in English, clear, and unaltered.
- Ruby, sapphire, emerald: a certificate from AGS, GIA, IGI, or AGL that matches the cut shown and any gemstone image, in English.
- Rejection triggers the page lists: missing, expired, unclear, altered, or incomplete documents; photos that don't match; Country of Origin not shown; documents from a non-accepted lab; missing purity, carat, cut, or authenticity details; or a product that appears counterfeit, misleading, or low quality.
Jewelry also appears in the auction policy. For Existing Auction Sellers, Jewelry Accessories & Derivatives is one of the seven targeted categories, with $1,500 given as the example high-value threshold. Our suggestion is to treat the two together. A jewelry brand planning high-value auction lots in Q4 should have its qualification paperwork in order first.
Get Live analysis · for pet and jewelry brands
Category requirements: what to check
- Confirm your role. Both pages split requirements by who you are: manufacturer, importer, repacker, reseller, brand owner, or authorized reseller. Founder-led brands that use a co-packer often aren't sure which one applies to them. Settle that before you gather documents.
- Match the label to the paperwork. The pet page requires the FDA establishment name to match the manufacturer or importer on the label. The jewelry page requires photos, titles, descriptions, and certificates to describe the same product. Mismatches are the easiest rejection to avoid.
- Check dates. Invoices and gold test reports have to be within 365 days, and FDA registration and cGMP certificates must be active or valid when you submit. Put expiry dates on a calendar.
- Audit claims on pet listings and in creator briefs. The disease and veterinary-substitute claim limits apply to listings. Brief creators on the same line so LIVE and video scripts don't say what the listing can't.
- Check your images. Jewelry photos must be unaltered and match the product. If your team uses AI-generated or heavily edited listing images, re-read the AI listing-images policy covered in our Sep 25 post alongside this page.
- Know the fix path. Both pages point to Your Guide to Category Qualification for review and rejection handling, and to the Appeals section for enforcement actions.
Covered Sep 24–26
What did not change
Fulfillment Policy and the AI listing-images policy are still in Latest policies, now at #3 and #4 (Updated Sep 24). See our Sep 25 post for the Fulfillment Policy SLAs and metrics. The Peak Season Shipping Rate essay, the CBT time-limited promotion, and the Seller Referral Program T&C are still in Latest courses with the same dates; our Sep 26 post covers all three in detail, including the Oct 5, 2026 – Jan 17, 2027 Standard Delivery peak window. For the LIVE Auction Requirements and Shop Tab cards, see our Sep 24 post.
Print this
This week's checklist
- Re-open Seller University and confirm both top-four lists match this watch.
- Decide whether Seller LIVE Auction fits your catalog at all before October 1.
- Pull L30D Seller Live GMV, L30D Seller LIVE Auction GMV, and SPS to see which auction group you fall in.
- Read LIVE Auction Requirements for allowed formats and categories.
- Pick $1-start SKUs you can accept selling low, and cap quantities.
- Check creator agreements against the “must not be shared with Creators” line.
- Ask your Account Manager about the high-value threshold for your category if you are an existing auction seller.
- Pet brands: confirm your role, FDA registration or cGMP status, label content, and invoice dates.
- Jewelry brands: confirm lab and certificate sources, Country of Origin marking, and photo accuracy.
- Log the Updated date next to every ticket.
For the full Q4 calendar, see our holiday prep guide.
Operating calendar
How Get Live uses this
Get Live runs TikTok Shop for brands, including live selling and creator programs. We read Seller University so that changes like these turn into dated tasks with an owner: an auction fit decision before October 1, a category-qualification check for regulated catalogs, and a shipping model ahead of peak rates. We quote TikTok's documents. We don't invent thresholds, and we don't publish client results. If you'd rather have a team own this for your shop, you can hire Get Live to run it.
Primary links
Sources and disclosure
- TikTok Shop Academy / US Seller University hub: https://seller-us.tiktok.com/university (Latest courses and policies watched the morning of Sep 28, 2026)
- TikTok Shop Academy, 26Q4 Seller LIVE Auction Referral Fee Reduction Policy (hub: Updated Sep 27, 2026; page dated 09/28/2026; read Sep 28, 2026)
- TikTok Shop Academy, Pet Supplies Requirements (hub: Updated Sep 28, 2026; page dated 09/28/2026; read Sep 28, 2026)
- TikTok Shop Academy, Jewelry Products Requirements (hub: Updated Sep 28, 2026; page dated 09/28/2026; read Sep 28, 2026)
- TikTok Shop Academy, Policy Pulse (page titled August 2026, dated 09/10/2026, with earlier months below; read Sep 28, 2026)
- TikTok Shop Academy, Restricted Products Policy, Your Guide to Category Qualification, and LIVE Auction Requirements (linked for reference, not summarized here)
- Previous Get Live watches: Sep 26, 2026, Sep 25, Sep 24, Sep 23
Disclosure: Get Live is a US TikTok Shop agency writing for brand operators. TikTok Shop Academy content and Seller Center can change without notice. Rates, thresholds, dates, and document requirements in this post are quoted from the pages listed above as read on Sep 28, 2026. Sections labeled Get Live analysis are our suggestions, not TikTok policy. Verify on the live Academy and with your Account Manager before you change pricing, auction plans, listings, or compliance workflows.